Right. You’ve got Google Analytics ticking away, and you know where your visitors are coming from.

Now comes the big question — what on earth are they doing once they land on your site?

Are they clicking? Reading? Buying? Or are they glancing at your homepage and leaving faster than Oscar Piastri down pit lane?

Let’s find out.

Engagement – Are People Actually Interested?

In the left-hand menu, click “Reports” → “Engagement.”
You’ll see a few useful options such as “Overview” and “Pages and screens.”

1. Overview

This gives you the broad picture — how many sessions, how long people stay, and how many pages they view.

• Engaged sessions: these are visits where someone actually does something — stays more than 10 seconds, views more than one page, or completes a goal.
• Average engagement time: the average time people spend paying attention before wandering off to look at cat videos.
• Events per session: the average number of clicks or actions a visitor takes.

If these numbers are tiny, your site might be about as exciting as watching paint dry. Try tightening your content, adding clear buttons, and using headlines that make sense.

2. Pages and Screens

Click “Pages and screens.” This shows you which pages people actually look at.

This is where you’ll spot:

• Which pages are popular (good news).
• Which pages people leave from (bad news).
• Which pages no one visits (probably buried or boring).

If your Contact Us or Shop pages aren’t in the top five, something’s not right. Maybe they’re hard to find. Maybe they’re uglier than a burnt meat pie. Either way — fix them.

Conversions – The “Did They Do What You Wanted?” Report

Scroll further down the left menu and choose “Engagement → Conversions.”

A conversion is any action you’ve decided is important — buying a product, submitting a form, signing up for a newsletter, downloading a brochure.

You can set these up by going to the Admin panel (bottom left gear icon) → Events → and toggling “Mark as conversion.”

Once that’s done, Analytics tracks every time someone completes that action.
Here’s how to use it:

• If you’re selling online, track “purchase.”
• If you’re generating leads, track “form_submit.”
• If you just want calls, track clicks on your phone number.

Check how many conversions happen per day or week. Then look back at your Acquisition report to see where those converting visitors came from.

If most conversions come from Google Search, fantastic — keep boosting SEO.
If they come from Facebook, invest more there.
If you’re paying for ads and conversions are zero… well, turn off the money hose.

Turning Numbers into Action

Engagement and conversions aren’t just nerd stats — they’re your steering wheel.

• High engagement but low conversions? People like browsing but can’t find the “Buy Now” button.
• Low engagement but some conversions? Your site’s working, but you’re scaring most visitors off too soon.
• Both low? It’s time for a full tune-up.

Regularly check these reports to keep your website humming. Treat them like dashboard dials in a car — ignore them and eventually something catches fire.

Analytics doesn’t just tell you how many people visit; it tells you what they do and whether it worked.

By keeping an eye on engagement and conversions, you’ll know which pages deserve the spotlight and which need a serious service.

And next time someone says, “I think our website’s doing fine,” you can look over your sunglasses and say, “I know exactly how it’s doing.”

So, you’ve finally set up Google Analytics and data is flowing in.

Congratulations — you’re now “spying” on your own website, legally. But staring at all those charts and menus feels like opening the cockpit of a jumbo jet.

Don’t worry — we’re not pressing every button. Just a few that actually tell you something useful.

Here’s how to find the reports that matter and what they mean for your small business.

Realtime – Who’s on My Site Right Now

This is the fun one.

In the menu on the left side of your Analytics screen, click “Reports”. Under that, select “Realtime.”

Why should you care? Because Realtime is like looking through your shop window. You can test what’s working straight away.

You’ll see a world map and a few counters flicking up and down. Each one represents a person currently on your website.

• Just posted something on Facebook?
• Sent an email newsletter?
• Launched a Google Ad?

Open Realtime and see if people are actually showing up. If the number stays at zero, either your campaign didn’t land, or the internet is broken. (It’s usually the first one.)

You can also see which pages people are on, where they’re from, and what device they’re using. Handy for checking if your mobile visitors are getting stuck somewhere awkward.

Audience → Demographics – Who Are These People, Anyway?

Now let’s find out who’s coming to your website.

Click “Reports” → “User” → “Demographics.”

Here you’ll find details like:

• Country and city of your visitors
• Age groups
• Gender
• Language settings on their device

If you’re a small business, this is gold. Let’s say you thought your customers were all 20-something tech geniuses — but your analytics says most are 45-year-old homeowners in North Queensland. That changes how you write your website copy, doesn’t it?

It’s also useful for advertising. If you see that most visitors are local, you can aim your Facebook or Google ads at those postcodes instead of wasting money showing ads to people in Sydney who will never visit your shop.

Acquisition – How Did They Find You?

Now click “Reports” → “Acquisition” → “Traffic acquisition.”

This report tells you where your visitors came from before they landed on your site. It’s basically your marketing scoreboard.

Here’s what you’ll see:

• Organic Search: People who found you by typing something into Google. This means your website’s showing up in search results — fantastic news.
• Direct: Visitors who typed your web address straight into their browser or used a bookmark. Usually loyal customers or people who know your business by name.
• Referral: People who clicked a link to your site from another website — maybe a local directory, a news article, or a partner business.
• Social: Clicks from Facebook, Instagram, or other social media sites.
• Paid Search: Visitors who arrived via your ads. If you’re paying for clicks, this tells you whether it’s working or just funding Google’s coffee machine.

Look at which source sends you the most traffic — that’s where your time and money should go. If “Organic Search” is leading the way, keep working on your SEO. If “Social” is booming, post more there. If “Paid Search” is flat… maybe turn off the tap.

These three reports — Realtime, Demographics, and Acquisition — are all you need to start understanding how your website is performing.

Think of them as your dashboard lights. They tell you if people are arriving, who they are, and how they got there. Once you know that, you can fine-tune your marketing, talk to the right people, and stop wasting time on the wrong channels.

Next up? Step 3 — where we dig into what visitors do once they arrive. Spoiler: that’s where the money is.

When people land on your website, they’re asking one silent question: Can I trust you?

And if you’re running a regional business, that trust matters even more. You don’t have the luxury of being a big-city brand with instant name recognition. Your customers often know you—or know someone who does—and that means your online presence has to reflect the same reliability and reputation you’ve built in your community.

So, how do you build that digital trust? Here are a few strategies to help your website prove that you’re the real deal.

1. Be a Thought Leader in Your Field

Trust starts with expertise. Use your website to show you know your stuff. A simple blog section where you share tips, explain industry updates, or offer how-to guides can go a long way. For example, if you’re an irrigation consultant, post articles about water-saving techniques or how to prep systems for dry season. If you’re a wedding celebrant, write about elopement trends or how to create a stress-free ceremony.

The goal isn’t to show off—it’s to help. People trust businesses that share useful advice without always pushing for a sale.

2. Show Proof with Case Studies

Nothing builds credibility like real-world results. A short, easy-to-read case study can show visitors exactly how you’ve helped others. Keep it simple:

• The client’s challenge
• What you did to solve it
• The outcome

You don’t need long reports or fancy jargon. A few clear sentences and good before-and-after photos can be enough to turn a casual browser into a believer.

3. Let Your Clients Do the Talking

If someone’s unsure about hiring you, a glowing testimonial can make all the difference. Sprinkle client quotes throughout your website—especially on your home, services, and contact pages.

Video testimonials are even better if you can get them. There’s something powerful about seeing a real person say, “They did an amazing job.” If you’re a local business, potential clients might even recognize the faces or names—that’s instant trust.

4. Display Your Credentials with Pride

Don’t hide your hard-earned qualifications. Certifications, memberships, and awards help people feel confident that you know what you’re doing. Whether it’s an industry accreditation, a safety certification, or even a “Proud Member of the Bowen Chamber of Commerce” badge—display it clearly on your site.

For regional businesses, community ties are gold. A simple “Locally Owned and Operated Since 1999” tagline or a section showing your involvement in local events adds authenticity that no national brand can fake.

5. Keep Everything Honest and Human

Trust also comes from tone. Skip the over-polished marketing speak and talk like a real person. Use clear, friendly language, honest photos (not stock images), and include details like your physical address and local phone number.

People want to feel they’re dealing with someone who’s approachable and genuine—just like they would if they walked into your shop or office.

Building trust online doesn’t happen overnight, but every little sign of credibility adds up. Keep your website helpful, honest, and human, and you’ll not only attract more visitors—you’ll turn them into loyal, long-term customers who know they can count on you.

Google Analytics can be very daunting for the first-time user.

Scratch that. I’ve been using Google Analytics for years and even I find all the data available to be a bit overwhelming – especially if you don’t know what you are looking for.

But before you can start reading the data and statistics streaming in from your website, it need to be connected correctly to the Google Analytics system.

This blog will look at Step One – how to get Google Analytics set up and collecting that data. This part is all about creating your GA4 property (the code that links the site to Google), installing the tag on your site, and confirming that data is flowing. Do this once, do it properly, and everything else you report on later – traffic, conversions, campaigns – will be accurate.

Here we go – Step by Step

1) Create your Google Analytics account

• Head to analytics.google.com and sign in with a Google account you are happy to use long term.
• Click Admin in the bottom left, then Create Account. Name it after your business so it is easy to recognise later.

2) Create a GA4 property

• In Admin, click Create Property. Name it something clear like “YourSite GA4”.
• Set the reporting time zone and currency. Get these right now – it keeps your numbers consistent with your shop and bank statements.

3) Add a Web Data Stream

• Choose Web as your platform, enter your website URL and a friendly stream name.
• Leave Enhanced measurement on. This automatically tracks page views, scrolls, site search, outbound link clicks and file downloads – a great starter kit without extra code.

4) Grab your Measurement ID

• You will see an ID that looks like G-XXXXXXX. This is the key you paste into your site so Analytics knows where to send data.

5) Install the GA4 tag on your website
Pick one method and stick with it:

• WordPress – simple plugin: Use Site Kit by Google or a lightweight GA plugin. Paste your Measurement ID when prompted and save. Avoid installing multiple analytics plugins – one is enough.
• Google Tag Manager: If you already use GTM, add a new GA4 Configuration tag with your Measurement ID and publish. GTM is ideal if you plan to track extra events later.
• Manual install: Add the global site tag (gtag.js) to the <head> of every page. Most themes let you add scripts in a header field.

6) Verify data is coming in

• Open Reports → Realtime in GA4.
• In another browser tab, visit your website and click around a couple of pages.
• You should see at least one active user show up within seconds. If not, clear caches, check you published your GTM container, and confirm you used the right Measurement ID.

7) Do three quick hygiene checks

• Exclude internal traffic: In Admin → Data Streams → Configure tag settings → Define internal traffic. Add your office IP so your own visits do not inflate reports.
• Site search: If your site has a search box, ensure the search query parameter is recognised in Enhanced measurement settings.
• Data retention: In Admin → Data settings → Data retention, set Event data retention to 14 months so explorations keep historical detail.

8) Share access properly

• In Admin → Access management, add team members with the right roles. Use “Viewer” for read-only, “Editor” for power users. Avoid sharing your personal login.

That is Step One done – you have a GA4 property, the tag installed, and verified data in Realtime. From here, everything else becomes easier: you can see which channels bring visitors, which pages perform best, and which actions count as conversions. Next Step, we will move on to defining your key conversions and building a simple weekly dashboard. But none of that matters without a clean setup – and you’ve just nailed it.

Spend five minutes chatting with any small business owner in a regional town and you’ll hear the same line: “Why would I bother selling online? I’ve already got loyal customers.”

It’s a fair question. But here’s the reality – that loyal base won’t stay the same forever. More and more people are switching to online shopping, and while your shopfront might feel steady today, the ground is shifting under your feet.

The choice isn’t about abandoning your shop; it’s about keeping pace with where your customers are heading and making sure they can still buy from you when they decide to shop online.

Your Customers Are Already Online

Here’s the harsh reality – your customers, even the loyal ones, are already scrolling through online shops at night while sitting in front of Netflix. They may love you, but if they see the same product online for the same price with free shipping, well… loyalty only goes so far.

An online store doesn’t replace your shop – it extends it. Think of it as leaving your doors open 24/7 without having to stand behind the counter all night. You’re giving people a way to buy from you when you’re closed, when it’s raining, or when they’ve just realised at 11pm that they’ve run out of printer ink.

Competing Against the City Giants

“Yeah but, mate, I can’t compete with big city prices.” True. But here’s something the big end of town doesn’t have – you. Your local knowledge, your customer service, your ability to say, “Hey, Dave, that thing you’re buying? It’s not the right one for your mower. Let me sort you out.” That personal touch translates beautifully online.

Write product descriptions that sound like you, not like a robot. Add a personal note in your parcels. Offer click-and-collect for locals. Suddenly, you’re not competing on price – you’re competing on experience. And you’ll win that race every day of the week.

The “Can’t Be Bothered” Excuse

Look, setting up online does take effort. But so did opening your shop in the first place. Did you throw your hands up and say “nah, can’t be bothered” when the doors, shelving, stock, and EFTPOS needed sorting? No. You rolled up your sleeves and got on with it.

Getting online is the same. Yes, there are a few moving parts – website, payment, shipping – but once it’s set up, it ticks over like the beer fridge at a backyard BBQ. And here’s the real kicker: every week you wait, another local customer finds someone else online and gives them the sale instead of you.

Bricks + Clicks = Future

The future isn’t either/or – it’s both. Keep your bricks. They’re brilliant for locals, walk-ins, and the community feel. But add clicks. That’s how you keep the sales rolling in when people are shopping at odd hours, or when they’d rather not make the drive into town.

In short: you don’t have to become Amazon. But if you don’t get online at all, you risk becoming Blockbuster Video – remembered fondly, but gone.

So, from bricks to clicks, the message is simple: give your customers the choice to shop the way they want, and you’ll keep them coming back – whether it’s down the street or through their screen.

Let’s be honest: too many club websites look like they were last updated when dial-up was still a thing.

A couple of dates, a phone number, maybe a pixelated flyer – job done. But here’s the truth: a website can be so much more than that. Used properly, it can become the engine that keeps your club running smoothly, keeps members happy, and even saves the committee from tearing its collective hair out.

A Single Source of Truth

Instead of firing off 17 group emails, three text messages, and a desperate post on Facebook (that half the members will never see), your website can be the one place everyone goes for answers. Meeting minutes, policies, forms – all in one neat spot. It’s calmer, more reliable, and you don’t have to rely on Barry remembering which WhatsApp group you posted the details in last week.

Events Without the Chaos

Posting an event date is easy. But why stop there? Add RSVP forms, online ticketing, or even a sign-up sheet for volunteers, and suddenly your life is a lot easier. Better still, sync the event calendar to members’ phones. That way, instead of “Oh, I forgot,” you get “Oh, right, it’s tonight!” – which is as close to magic as it gets for some people.

Celebrate the People

Every club is full of characters who deserve recognition: the raffle-ticket seller who never misses a night, the junior who’s learning the ropes, or the old hand who keeps the lights on. A website can shine a spotlight on them with a simple “member of the month” feature, a gallery, or even a digital honour board. It makes people feel valued, and it builds a sense of pride and belonging that keeps them coming back.

Train Once, Teach Forever

This is where the website quietly becomes a secret weapon. Instead of re-explaining how to fill out forms, run the bar, or lock up the hall, you put up a guide or a short video. Do it once, and it’s there forever. New members can get up to speed without hassling the same poor soul every time.

Listen Without the Awkwardness

Committees aren’t mind readers – though some like to think they are. A quick online survey or anonymous suggestion form lets members give feedback without the drama of an AGM floor debate. You’ll get more honesty, more ideas, and fewer blank stares.

Save the Committee’s Sanity

Membership renewals, forms, payments – all those tedious jobs can be handled online. That means less paperwork, fewer awkward “you still owe your fees” conversations, and less clutter on the secretary’s kitchen table.

Professional Face to the World

Finally, a sharp-looking website helps your club stand tall in the community. A dedicated section for sponsors, with logos and links, gives real value to your supporters and makes future sponsorship conversations a lot easier. Plus, it tells the outside world that your club is organised, modern, and worth joining.

A website shouldn’t be an afterthought or a dusty noticeboard. Done properly, it becomes the hub of your club- saving the committee time, giving members more value, and making everyone look good in the process. In short: it’s the tool that turns chaos into order. And frankly, who doesn’t want that?

Your website is a lot like your shopfront.

It never sleeps – it’s working for your business 24/7, welcoming customers, showing off your products or services, and building trust in your brand.

But just like your shop, it needs locks, lights, and the occasional once-over to make sure nothing dodgy is going on. Leaving a website unchecked is a bit like leaving the front door wide open after closing time – you might get lucky, but it’s a risk you don’t want to take.

The good news is you don’t need to be a tech whiz to keep an eye on things. With a few simple checks that anyone can do, you’ll have peace of mind knowing your online presence is safe, secure, and ready for business.

1. Look for the padlock

Pop your website address into your browser and glance up at the top. Do you see a little padlock next to your domain name? That padlock is your SSL certificate – it keeps the information between your site and your visitors private. No padlock, or worse, a warning sign? That’s like leaving the front door wide open. If you spot that, get in touch with me or your hosting company to sort it out.

2. Test your password

Now, log in to your website’s admin area. Be honest: is your password something short or predictable, like “Business123”? If so, change it now. A strong password is long, hard to guess, and mixes up letters, numbers, and symbols. It should make sense to you and no one else. Think of it as swapping a flimsy lock for a deadbolt.

3. Keep your site updated

If your site runs on WordPress, you’ll see those little “update available” messages in your dashboard. Don’t ignore them. Updates don’t just add new features – they close holes that hackers look for. Logging in once a week and hitting update takes less time than making a coffee, and it’s one of the best ways to protect your site.

4. Google your own site

Here’s a sneaky trick. Go to Google and type: site:yourdomain.com This shows all the pages Google knows about on your site. If you see weird pages or dodgy links you didn’t create, it could mean someone’s hacked in. Don’t panic – just get help quickly so it doesn’t get worse.

Keeping your website secure doesn’t need to be complicated. A quick glance for the padlock, a stronger password, a couple of updates, and a Google search now and then will give you peace of mind. If anything looks odd, that’s when you call me. I’ll take care of the tricky stuff so you can get back to running your business.

We’ve all had that moment: an email arrives in our inbox that looks a little… off.

Maybe the sender’s address doesn’t look quite right. Maybe the wording feels clumsy. Or maybe it includes an urgent warning that something terrible will happen if you don’t click a link immediately. These are all classic signs of scam, spam, or malware-laden emails—and falling for them can be costly.

This is where ChatGPT can be a surprisingly useful ally. By pasting the suspicious text of an email into ChatGPT, you can get a second opinion on whether it raises red flags. ChatGPT can help you break down the email’s language, tone, and structure, pointing out potential tricks scammers use, such as urgency, threats, fake authority, or too-good-to-be-true offers.

How ChatGPT Helps

ChatGPT isn’t a replacement for professional cybersecurity tools, but it can complement your existing vigilance. For example, if an email claims to be from your bank but is riddled with spelling mistakes, ChatGPT will highlight that this is unusual for official correspondence. If an email is pushing you to click a link or download an attachment urgently, ChatGPT can explain why that’s a common scam tactic.

By analyzing the text, ChatGPT can flag inconsistencies or manipulative language you might miss when quickly scanning an inbox. It’s like having a cyber-savvy friend on call to give you a calm, reasoned breakdown before you act.

Step-by-Step: Safely Checking a Suspect Email with ChatGPT

If you want to use ChatGPT to help analyze an email, here’s the safest way to do it:

1. Open the email without clicking anything inside it.
   
   • Do not click links, download attachments, or press any buttons in the email.
   • You’re only going to look at the text.
     
2. Highlight the text of the email.
   
   • With your mouse, click and drag to select the words of the email body.
   • You can usually skip the header details (like subject, date, etc.) unless they look suspicious too.
     
3. Copy the text.
   
   • Right-click and select Copy, or use the keyboard shortcut (Ctrl + C on Windows, Command + C on Mac).
     
4. Open ChatGPT.
   
   • Go to the ChatGPT app or website where you normally use it.
     
5. Paste the text into the chat.
   
   • Right-click and choose Paste, or use Ctrl + V (Windows) / Command + V (Mac).
     
6. Ask ChatGPT to analyze it.
   
   • A simple prompt works best, such as: “Can you check this email text and tell me if it looks like spam, a scam, or phishing?”
     
7. Read the analysis carefully.
   
   • ChatGPT can point out suspicious language, tricks scammers use, or other warning signs.
   • Use this alongside your own judgment – if you’re in doubt, delete the email.

⚠️ Important Reminder: Never copy or upload attachments, images, or files from a suspicious email. Only copy the plain text.

Additional Safety Tips

While ChatGPT can help you spot scams, it works best when paired with common-sense safety practices:

• Check the sender’s email address: Scammers often use addresses that look almost right but are slightly misspelled.
• Look for generic greetings: “Dear Customer” is a red flag if the sender should know your name.
• Watch for urgency or threats: Phrases like “Act immediately or your account will be closed” are designed to panic you into making mistakes.
• Hover over links: On a computer, you can hover your mouse pointer over a link (without clicking) to see the real destination URL. If it doesn’t match the sender’s supposed identity, it’s suspicious.
• When in doubt, contact the source directly: If an email claims to be from your bank, don’t reply – call the bank using the official number on their website.

Final Thoughts

Email scams are becoming more sophisticated, and staying safe requires a mix of technology and awareness. ChatGPT is a handy tool to help you analyze the language of questionable emails and give you more confidence in deciding whether to delete or report them.

But remember: your strongest defense is caution. If something feels wrong, trust your instincts. And above all, never click attachments or links in a suspicious email.

Now, you’ve built a website for your small business. Awesome.

It’s sitting there, looking rather lovely, and you’ve told your friends, your mum, and perhaps even the chap down at the bowls club about it. But here’s the snag: having a website is a bit like having a perfectly good kettle in the cupboard. Unless you actually plug it in and add water, it’s not going to make any tea.

Keep the Road Signs Clear (Search Engines)

The first thing you need is decent signposting. On the motorway, you’ve got big green signs telling you where to turn off for Ayr or Ingham. On the internet, you’ve got Google. If Google can’t figure out what your site is about, it’s not going to send anyone your way.

So, make sure your site says what you do, in plain language. If you’re a plumber, don’t waffle on about “fluid dynamics solutions.” Just say “plumbing repairs and installations.” Add in your location too, because people are far more likely to type “plumber in Bowen” than “fluid dynamics consultant.”

Give People a Reason to Visit Again (Content)

Once someone has visited your site, you want them to come back. The trick here is content. That could be a blog, a set of how-to guides, or even a news section where you post updates about your business. Imagine your website as a shopfront: if the window display hasn’t changed in six months, passers-by will stop looking.

The content doesn’t need to be complicated. A short post once a month about something useful in your industry is more than enough. People will find it helpful, Google will like it, and your site won’t gather dust.

Keep the Conversation Going (Social Media)

Next up, tell people about your website. This is where social media comes in handy. A Facebook post or an Instagram story linking back to your website is the digital equivalent of standing outside your shop and waving people in. It doesn’t need to be flashy, but it does need to be regular.

Think of it as a polite nudge. “Hello, we’ve just posted something new on our website, do pop in and have a look.”

Don’t Forget the Repeat Customers (Email)

Finally, let’s not overlook the humble email. If someone’s given you their address, don’t abuse it with endless shouting about sales, but do use it to remind them you exist. A monthly email with a tip, an update, or a little offer is often all it takes.

Keeping traffic flowing to your website isn’t about clever tricks or expensive gadgets. It’s about being clear, being consistent, and gently reminding people that you’re there. Do that, and your website won’t be a dusty old kettle—it’ll be a well-used, well-loved tool that keeps business ticking over.

I’ve got nothing against Copilot.

It’s a clever little digital helper that can write emails, tidy up spreadsheets, summarise meetings, and probably do your tax return while you’re down at the pub. It’s the sort of thing we’ve all secretly wanted: an assistant that doesn’t complain about working late or “forget” to send the file. Lovely.

But here’s the problem. Microsoft hasn’t offered us Copilot. They’ve rammed it into our computers like a bad song on repeat. You wake up one morning, open Word to bash out a simple letter, and suddenly Copilot is hovering in the corner like an over-enthusiastic intern. “Would you like me to help with that?” No, I’d like you to go away while I type two paragraphs without interference, thank you very much.

It’s like being sold a car with “optional” heated seats, only to find they’ve welded the switch permanently to the dashboard, turned it on, and you can’t shut it off without voiding the warranty. Nice feature, but why does it have to be strapped to me at all times?

Now, don’t get me wrong – I’d love to give Copilot a proper go. I want to sit down, test it out, and see if it can actually improve my day or if it just generates the digital equivalent of a student essay written at 2am. But instead of giving me the chance to explore it on my own terms, Microsoft have gone for the “shock and awe” approach. Slam it into Office, Windows, Teams, Outlook – probably even Minesweeper by Christmas.

The result? It doesn’t feel like innovation. It feels like advertising. You’re not being invited to try a powerful tool; you’re being told you must. And nothing kills curiosity faster than being force-fed.

What Microsoft seem to forget is that technology is at its best when it feels like a discovery – when you find a new feature and think, ah, that’s useful. It’s why people loved the early iPhone. Hidden gems, clever touches, stuff that made you grin. With Copilot, it’s the opposite. You can’t stumble across it, because it’s already in your face before you’ve even logged in.

Imagine if you bought a new car where every time you opened the door, a salesman jumped out of the glovebox shouting about the new cupholder. You’d drive it off a cliff just to shut them up. That’s the Copilot experience right now.

So here’s my verdict: Copilot is not the villain. Just like ChatGPT – the concept is clever, the potential enormous. But Microsoft’s method of delivery is like being force-fed cold porridge while someone insists it’s the best breakfast you’ll ever have. Let us breathe. Let us explore. Stop shoving and start showing.

Because if they don’t, people won’t remember Copilot as the groundbreaking digital assistant it could be. They’ll remember it as that annoying thing that kept popping up when all you wanted to do was write a shopping list in Word.